Our New Brand

For decades, New England Federal Credit Union (NEFCU) and Vermont State Employees Credit Union (VSECU) have been committed to a remarkably similar vision of creating a world where banking is a source of financial strength, great member service, and making a positive difference in the lives of all those we serve. That’s why when our organizations came together, the goal was always to determine the right name for our singular, unified brand that leans into the strength of both legacies. EastRise helps us do just that and represents a bright new day for our credit union.

The name EastRise is packed with meaning—it evokes a sense of place grounded by our strong local roots, lit by optimism, and inspired by the powerful promise of a new day and fresh beginnings for our members. Our new name is a proud reflection of our Vermont roots and deep commitment to helping our people and communities rise to their fullest potential.

Brand changes typically take between 12 and 18 months. After the merger of our organizations was solidified at the beginning of 2023, we set out on a year-long process to understand what matters most to our collective audiences. This approach included extensive market research, analysis of Vermont’s competitive landscape in the financial industry, and insights from member and employee focus groups. What became clear during this process was that to move forward as one unified credit union, we had to find a name where everyone could see themselves reflected, today and the future.

Over the summer, our teams will be working to update all current NEFCU and VSECU branding inside our branches to the new EastRise name, look, and feel. In September, we’ll introduce the new brand to our broader communities with a newly redesigned website, refreshed mobile banking experience, social channels, and advertising.

The new brand won’t change anything about your banking experience with us. The faces you see inside our branches and all your account information will remain the same. You’ll still access your accounts, our services, and member service representatives the same way. And our commitment to delivering exceptional, personalized experience day-in and day-out will always remain the same. We simply have a new name and a look that better represents the purpose-driven spirit of the credit union we’ve become. 

You’ll see our new name, logo, look, and feel everywhere our brand lives—from our website and mobile banking to our branches and advertising. If you visit our branches, you might notice some activity taking place throughout the summer as we update signage, but we will do our best to mitigate disruption during the transition.